the fifth dimension

Various forms of technology that once existed solely on the desktop are becoming increasingly interwoven into the broader spectrum of everyday activities.

They bring extra layers of detail, interaction, or entertainment to analogue experiences, allowing technology to come to us, instead of the other way round.

For example, Google Maps mashups and Layar add a richness of detail to physical locations.

Meanwhile, apps like foursquare and Gowalla are taking social network into real-world interactions.

But the possibilities of augmented reality (AR) are the ones I find most exciting.

If we look beyond the novelty that characterised much early AR, and explore instead the ways in which normal, everyday objects can become interfaces that trigger a ‘fifth dimension’ of reality, things get very interesting.

Suddenly, everything can become so much more than it already is.

This has massive potential for every brand in every category around the world – from the simplest to the most complex.

Ever the pioneer, Adidas has been exploring what that might mean for its shoes.

Not content to limit itself to producing hugely popular fashion items, the brand has recognised that its products can deliver even more value through this fifth dimension:

Watch out for an explosion of activity like this from other brands in the coming months.

Many thanks again to Alexander and the whole Cultural Fuel team for sharing yet another gem.

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